TDI Resurrection: Is It Time for Audi to Bring Diesel Back to America?

Words: Joe Kucinski

Audi is currently trying to reinvent itself. The company is focusing on simplicity and clarity. They want to win back the enthusiasts that may feel that Audi lost their way in recent years. Battery electric vehicles like the Audi Concept C seem to be a big part of the overall strategy. The Audi boss believes that EVs can elicit the same excitement as gasoline-powered vehicles. Maybe they can and maybe they can’t. But there is another option that no one is talking about. Diesel. Is it time for Audi to bring diesel back to America?

Let’s address the elephant in the room right off the bat. Dieselgate was a disaster for the Volkswagen Group. Devices were put on their diesel vehicles to cheat emissions tests. They were eventually caught and found to be in violation of the Clean Air Act and fined $2.8 billion in the U.S. alone. On top of that they had to buy back and fix every vehicle that was in violation. Company executives were sentenced to jail. It was about as bad an automotive scandal as you could imagine. The real shame was that Audi diesel vehicles were pretty great. But away they went.

Diesel Options in U.S.

Currently in the U.S. Audi doesn’t offer a single diesel-powered car or SUV. In fact, no manufacturer does. The only diesels left for sale here are pickup trucks and the Mercedes-Benz Sprinter van. But does it have to be that way? Is it time for Audi to bring the TDI back to America? If Audi is looking to differentiate themselves from the competition, offering diesel power plants would be one way to do it.

Audi does still offer diesel vehicles in other countries, such as Australia. CarExpert recently had a discussion with product manager for Audi Australia, Peter Strudwicke. “We still do significant volumes of diesel,” Strudwicke said. He went on to say that the four-cylinder diesel offered in the Q5 made up 25 percent of overall Q5 sales. Diesel sales for the Q7 and Q8 models are also strong in the Land Down Under. Overall diesel sales are down 2.7 percent in Australia compared to 2024. But there is still plenty of demand.

Diesel Advantages

Diesel vehicles are known for their fuel efficiency, and reliability. Who in America would not want a fuel efficient and reliable new Audi? Especially one that provides a wave of low-end torque which is another diesel trademark. Most TDI owners loved their vehicles and would jump at the chance to buy another.

We are seeing demand for EVs slow in America. Audi sister company Porsche recently announced a major strategic shift away from EVs due to this lower demand. Porsche is going to develop more combustion engine vehicles and delay the introduction of new EV models. There is no question that the EV market in America is changing rapidly. It might be the perfect time for Audi to strike with a lineup of diesels.

Loosening Regulations

Here is another reason that now might be the perfect time. At the end of July the EPA released a proposal that would rescind the 2009 Endangerment Finding, which has been used to forward the electric vehicle (EV) mandate. If finalized, the proposal would repeal all resulting greenhouse gas emissions regulations for motor vehicles and engines. While this proposal does not specifically mention diesel engines, it could make their return a bit easier.

Audi knows a thing or two about building diesel engines. They have been doing it for a long time. Their first diesel 5-cylinder was the Audi 100 in 1978. Audi also knows how to make fast diesel engines. The Audi R10 TDI was the first diesel to win the 24 Hours of Le Mans in 2006. It also won in 2007 and 2008 for good measure.

Clean Diesel

Some people still think of diesel as a dirty fuel but that is not the case. Modern diesel is not only clean to burn but can be sustainably produced. R33 Blue Diesel reduces CO2 emissions by at least 20 percent compared to fossil fuels. In addition, R33 Blue Diesel consists of 26 percent renewable paraffinic fuel, i.e., HVO (hydrotreated vegetable oil), and 7 percent biodiesel.

Audi could also pair a diesel engine with an electric motor and give us a diesel hybrid. A diesel hybrid vehicle could offer numerous advantages. The diesel engine is already efficient and combine it with hybrid technology and you could have yourself a really impressive powerplant.

Audi is reinventing itself and looking for a competitive advantage. Diesel power would help them to achieve that. Not all U.S. buyers are excited about EVs. But we do still want efficient and powerful engines. Diesel and especially diesel hybrids would deliver that. EPA regulations may be relaxing a bit. This could be a perfect opportunity for Audi. What do you think? If Audi offered a diesel again, would you buy it? Would you prefer it over an EV?